Cobalt LLP Social Media Presentation 2012
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Issues in Social Media
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Cobalt LLP Social Media Presentation 2012
- 1. FMI 2012 Digital Media | Mobile Media | Social Media SOCIAL MEDIA 2.0 UPGRADING TO EVERYTHING
- 2. WHAT WE’LL COVER • 2012. What We Can Expect • What’s Happening in the Space • What’s The Latest? • Social Media Gone Wrong and What We Learned • PredicJons for 2013
- 4. • MORE AND MORE: Social Media • CONVERGENCE: Twi@er + Times Square • INFLUENCE SCORING: CreaHng Measurements • GAMIFICATION: Virtual play = real life money • SOCIAL SHARING: “checking in” from anywhere • SOCIAL TELEVISION: Watch-‐and-‐Interact Source: HBR blog. December 2011
- 5. • TWITTER – “I am at a Grocery Store” • FACEBOOK – “I like this Grocery Store” • FOURSQUARE – “I am the “mayor” of this this grocery store RIGHT NOW.” • INSTAGRAM – “Here’s an old-timey photo of the Grocery Store.” • YOUTUBE – “Look at me in the Grocery Store.” • SPOTIFY – “I’m listening to the soundtrack from “Clerks.” • PINTEREST – “Here are all my favorite Foods at the Grocery Story.” • GROUPON – “I bought this grocery store food at ½ price.” • LINKEDIN – “My skills include Grocery Shopping.”
- 8. SO YOU WERE LATE TO THE FACEBOOK, TWITTER AND PINTEREST PARTY… OTHER SITES TO WATCH (AND NOT)
- 14. WHAT’S THE LATEST CONVERGENCE
- 15. COMBINING MULTIPLE DIGITAL AND/OR BRICK-AND-MORTAR PLATFORMS
- 16. GEOFENCING USING GEOLOCATION You must be cold SOFTWARE AND at that bus stop! That GAP behind SOCIAL MEDIA you has a nice warm sweater. TO DELIVER Use this code for personalized 25% off now: brrsf CONTENT
- 17. WRAPP LETS ME PICK OUT A PERSONAL GIFT: • I know what my friend would like • My friend doesn’t have to sign up for a coupon • My “feed” is pulled from Facebook
- 18. What’s the Latest INFLUENCE SCORING
- 20. What’s the latest GAMIFICATION
- 22. GAMIFICATION Create custom or pre-‐packaged social games that reward users with real world perks
- 23. What’s the Latest? SOCIAL SHARING
- 25. What’s the Latest? SOCIAL TELEVISION
- 26. INFLUENCER TWEET COMING SOON
- 27. FTC: false adverJsing CAN-‐SPAM FCC: statements made on air (and to whom) SNOPA: protecJon for employees FEDERAL & STATE LAW
- 28. • DIRECT REWARD • SPONSOR MAKES MONEY REFER A FRIEND PROGRAMS…. WITHOUT LEGAL VIOLATION • LEVERAGES SOCIAL MEDIA • RIPE FOR FRAUD • REQUIRES PRIVACY SCREEN • POTENTIAL CAN-‐SPAM • PR ISSUES IF RULES UNCLEAR
- 29. • GENERATES CONTENT AND SALES • PUBLIC VOTING MAY BE ILLEGAL • VIRAL EVEN FOR NON-‐ENTRANTS • POTENTIAL COPYRIGHT ISSUES • CREATES UGC FOR LATER USE • GO WITH THE WINNER? • PROMOTES LOYALTY • OWNERSHIP CHALLENGES • ANCILLARY • MUDDY R&D? • LOW TURNOUT
- 30. • IN DEPTH VIRAL MARKETING • FTC DISCLOSURE RULES APPLY • INCREASES PRESS • RELINQUISHING CONTROL MEANS • TAKES ADVANTAGE OF EXISTING MESSAGE CAN STRAY TALENT AND “STREET CRED” • STRUCTURE COULD RESEMBLE • LEVERAGES RELEVANT HI EMPLOYMENT CONTRACT INFLUENCE PEOPLE • REQUIRES MANAGEMENT OF • CHEAPER THAN HIRING. LOOSE CANNONS
- 31. Creates traffic Allows for “treasure hunJng” Limited parJcipants Rewards true fans Could create “zoo” Allows exposure for exhibits Requires a camera Allow for maximum virality
- 32. • SPONSORS MAKE A SALE • SALE IS NOT TRIGGERED UNTIL POPULARITY ACCESSED • CAN LIMIT OR UNLIMIT DEAL • INCREASES TRAFFIC ON SOCIAL MEDIA SITES • BAD POTENTIAL PUBLICITY • GIFT CARD LAW APPLIES • CUSTOMERS MAY NOT UNDERSTAND TERMS, LEADING TO PR PROBLEM.
- 33. “uh oh… am I in trouble?” AVOIDING PITFALLS
- 34. T IP:! tion 5 of Sec T:! e FT C AC th cers infl uen RelaJonship must be disclosed or company liable sh ould disc lose
- 36. THE PIMP-‐DADDY OF SOCIAL MEDIA SITES CONTESTS AND SWEEPSTAKES MUST BE ADMINISTERED THROUGH APPS ONLY (NO “LIKE” OR “COMMENT” PROMOTIONS). NO FACEBOOK ACT CAN BE REQUIRED NO USE OF “LIKE” AS A VOTING MECHANISM NO FACEBOOK ENDORSEMENT
- 37. : u age Tip lang ing foul amm • No pid-‐fire sp • No ra
- 38. TIP: • Discourage mulJple accounts. • Discourage spamming and mulJple retweets.
- 40. SOCIAL MEDIA GONE WRONG horribly horribly wrong ….. and WHAT WE LEARNED
- 42. If it’s not your campaign, you cannot control the message If the message is bad, consider whether change is warranted PRACTICE POINTER: THINK THE WORST, THEN ACT
- 44. PromoJons and coupons should be clear that pre-‐screening event will happen If a contest, rules should state that brand must be held in “posiJve light.” Popular vote should never fully govern results of a UGC promoJon Expect “gaming” of the system Admit your mistake and turn it into posiJve PR PRACTICE POINTER: NEVER PENALIZE THE CONSUMER
- 45. “THIS PRETTY WITH INK DESIGN IS AWFULLY CLOSE TO VISTAPRINT’S” Defensive, nasty reply backfired!
- 46. Don’t try something you cannot pull off Always be authenJc If you cannot airact an audience, it’s probably not your audience PRACTICE POINTER: BE TRUTHFUL, EVEN IF IT HURTS
- 47. August, 2011 Seiled for a “chicken check”
- 48. Viral means return can be huge FTC won’t want to hear “I ran out” While supplies last isn’t always a cure-‐all PRACTICE POINTER: PLAN FOR A “HIT”.
- 49. Consider “the OPRAH factor” when hiring a celebrity (no, really… remember the beef?) State law requires enough “on hand” to reasonably accommodate nilon Downloadable coupons and codes should have dU imits A fter aily Unique promo codes are advisable ded oun Ensues o p Gr em Internet is worldwide, seetlace appropriate geographic limits l t as F . Mayh Q uan alks Stops T
- 51. TEST Microsoft’s using a worldwide tragedy as a marketing opportunity. Oh, and 100K? @bing #bingcheapbastards
- 53. If bad intent can be construed against a marketer, it will Defensive postures will be laughed at, mocked, and shared Viral Bad is worse than nothing PRACTICE POINTER: TIMING IS EVERYTHING.
- 55. AGs frown on lack of preparaJon – it’s not an excuse Know you technology (mayorships can change hourly) Date-‐stamp promoJons and limit to first “winner” per day Tell staffers about the promoJon before it’s released PRACTICE POINTER: INTERNAL EDUCATION IS IMPORTANT